乡村生态旅游游客动机与推荐意愿、重游意愿关系研究  

Study on the Relationship Between the Motivation of Rural Ecotourism Tourists and Their Willingness to Recommend and Revisit

作　　者：赵庆洋 尹华光[1] ZHAO Qing-yang;YIN Hua-guang(Jishou University,Zhangjiajie 427000,China)

机构地区：[1]吉首大学旅游学院,湖南张家界427000

出　　处：《黑龙江生态工程职业学院学报》2024年第5期45-50,共6页Journal of Heilongjiang Vocational Institute of Ecological Engineering

基　　金：2023年湖南省研究生科研创新项目“基于门槛效应模型的消费升级对文旅高质量发展的影响研究”(CX20231094)。

摘　　要：从游客视角出发,研究游客乡村生态旅游的动机类型。以游客满意度为中介变量,构建乡村生态旅游活动中旅游动机与游客推荐意愿和重游意愿关系模型,运用结构方程模型进行定量分析。结果表明,游客动机按照由大到小的顺序排列为:亲近自然动机>休闲放松动机>求新求异动机>社交归属动机>求知探索动机>写生创作动机。乡村生态旅游的游客动机对推荐意愿、重游意愿有显著的正向影响;游客满意度对推荐意愿、重游意愿有积极的影响;游客满意度在乡村生态旅游游客动机与游客推荐意愿和重游意愿之间起到部分中介作用。因此,在了解游客乡村生态旅游的动机之后,明确游客的需求,对景区进行整改、对旅游产品进行创新,帮助游客弥补现实情境与预期情境之间的差距,使游客获得相对较高的满意度,进而产生推荐意愿和重游意愿。From the perspective of tourists,study the motivation types of rural ecotourism for tourists.Using tourist satisfaction as a mediator variable,construct a model of the relationship between tourism motivation,tourist recommendation intention,and revisit intention in rural ecotourism activities,and use structural equation modeling for quantitative analysis.The results show that tourist motivation is arranged in descending order:getting close to nature motivation>leisure and relaxation motivation>seeking novelty and diversity motivation>social belonging motivation>seeking knowledge and exploration motivation>sketching and creative motivation.The tourist motivation of rural ecotourism has a significant positive impact on the willingness to recommend and revisit;Tourist satisfaction has a positive impact on the willingness to recommend and revisit;Tourist satisfaction plays a partial mediating role between the motivation of rural ecotourism tourists and their willingness to recommend and revisit.Therefore,after understanding the motivations of tourists for rural ecotourism,clarifying their needs,reforming scenic spots,innovating tourism products,and helping tourists bridge the gap between the actual and expected scenarios,in order to get a relatively high level of satisfaction for the tourists,further generating willingness to recommend and revisit.

关 键 词：乡村生态旅游 游客动机 游客满意度 推荐意愿 重游意愿 

分 类 号：F592.7[经济管理—旅游管理]